Pricing Page Design Strategy

Contrast Bias (Decoy Effect)

“In marketing, the decoy effect is the phenomenon whereby consumers will tend to have a specific change in preference between two options when also presented with a third option that is asymmetrically dominated.”

Contrast bias says that as consumers we have a tendency to change our buying behavior when presented with different options.

This can be seen when we are looking to buy deodorant.

The original price is $8.99 but it has a strikethrough revealing the discount price of $6.99. Who knows if $8.99 was really the original price, to us it’s a steal.

Another example of this is seen on pricing pages.

There’s a reason pricing pages will tend to have 3 options, the middle one is normally highlighted and it always seems like the best deal.